Download - YouTube Adidas Research Jan 2011
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Media Efficiency Study
UK & Spain, July 2010
Adidas World Cup Campaign
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Background and Objectives
The adidas World Cup ‘Quest’ campaign ran for the duration of the World Cup in 15 marketsacross Online, Print, TV and OOH channels.
It was kick started on June 11th, the openingday of the World Cup, with a one day YouTubemasthead campaign as well as heavy presenceacross core social network environments.
The key objectives for the campaign were to‘win the World Cup’ in core digital channels thatwere heavily consumed by the target audienceand to become the most talked about sportsbrand of the 2010 World Cup.
This research study was conducted in the UK
and Spain by MetrixLab to understand the effectof the masthead and how it impacted uponpeople’s perception of adidas and its associationwith the World Cup.
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Methodology
Step 1MetrixLab cookies are droppedand updated every time adidasmasthead appears on YouTubehomepage.
Step 3When a questionnaire is latercompleted, the survey softwarechecks for presence of cookies.In analysis, the results arecompared for exposed vs.unexposed respondents
Sample Size UK458 Unexposed, 388 Exposed
Step 2During the campaign, a randomsample is drawn from the visitorpopulation of the sites where thecampaign is running.
Sample Size Spain564 Unexposed, 370 Exposed
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UK Results
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The YouTube campaign had strong cut-through
74%
65%
13%
42%
53%
10%
82%
67%
24%
47%52%
9%
TV Internet YouTube Outdoor In store Not seen any
Unexposed to YouTube (458) Exposed to YouTube (388)
Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only
Advertising media recall
Significant increase (95%)
• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –YouTube had good cut through despite a strong multimedia campaign
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Yes,63%
Maybe,21%
No,16%
Ad recognition(Exposed respondents)
The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark
Recognition is significantly higher thanMetrixLab benchmark of 35%
UK results only
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And it significantly increased the association ofadidas with the World Cup
8%
41%
21%
52%
Top of Mind Association: adidas Spontaneous Association: adidas
Unexposed (458) Exposed (388)
Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only
Top of mind andspontaneous association
Significant increase (95%)
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The masthead also drove positive brand imageassociation
80% 81%
56%
79%
86% 85%
65%
85%
This is a current brand This is a brand used by WorldCup stars
This is an innovative brand This brand is linked to theWorld Cup
Unexposed (458) Exposed (388)
Sort top 2 (Agree, Completely Agree), UK results only
adidas brand image association
Significant increase (95%)
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Actual YouTube search volumes demonstrate a hugeincrease in brand searches at the time of the homepagetakeover
YouTube Search Query VolumeKeyword: adidas, Country: UK
ChampionsLeague Final
Adidas Masthead Campaign& World Cup Opening Day
Source: Google Internal Data
• According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup andAdidas on Google and other search engines than those who did not see the campaign
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Buzz around Adidas was at its highest point twodays after the YouTube homepage takeover
Weekly number of messages
0
100
200
300
400
500
600
1 / 2 / 2 0 1 0
1 / 9 / 2 0 1 0
1 / 1 6 / 2 0 1 0
1 / 2 3 / 2 0 1 0
1 / 3 0 / 2 0 1 0
2 / 6 / 2 0 1 0
2 / 1 3 / 2 0 1 0
2 / 2 0 / 2 0 1 0
2 / 2 7 / 2 0 1 0
3 / 6 / 2 0 1 0
3 / 1 3 / 2 0 1 0
3 / 2 0 / 2 0 1 0
3 / 2 7 / 2 0 1 0
4 / 3 / 2 0 1 0
4 / 1 0 / 2 0 1 0
4 / 1 7 / 2 0 1 0
4 / 2 4 / 2 0 1 0
5 / 1 / 2 0 1 0
5 / 8 / 2 0 1 0
5 / 1 5 / 2 0 1 0
5 / 2 2 / 2 0 1 0
5 / 2 9 / 2 0 1 0
6 / 5 / 2 0 1 0
6 / 1 2 / 2 0 1 0
6 / 1 9 / 2 0 1 0
6 / 2 6 / 2 0 1 0
7 / 3 / 2 0 1 0
7 / 1 0 / 2 0 1 0
7 / 1 7 / 2 0 1 0
7 / 2 4 / 2 0 1 0
adidas
Source: Nielsen BuzzMetrics
YouTube HPTO
Period: Jan-Jun 2010
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Spain Results
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89%
78%
11%
56%
66%
5%
91%
78%
23%
57%
68%
3%
TV Internet YouTube Outdoor In store Not seen any
Unexposed to YouTube (564) Exposed to YouTube (370)
Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only
Advertising media recall
Significant increase (95%)
The YouTube campaign had strong cut through
• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –YouTube had good cut through despite a strong multimedia campaign
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Recognition is significantly higher thanMetrixLab benchmark of 35%
Yes,65%
Maybe,17%
No,18%
Ad recognitionExposed respondents
The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark
ES results only
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25%
59%
35%
68%
Top of Mind Association: adidas Spontaneous Association: adidas
Unexposed (564) Exposed (370)
And it significantly increased the association ofadidas with the World Cup
Top of mind andspontaneous association
Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention / Spontaneous Awareness: All mentions, ES results only
Significant increase (95%)
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83%86%
78%
87%84%
91%
83%87%
This is a current brand This is a brand used by World Cupstars
This is an innovative brand This brand is linked to the WorldCup
Unexposed (564) Exposed (370)
The masthead also drove positive brand imageassociation
adidas brand image association
Sort top 2 (Agree, Completely Agree), ES results onlySignificant increase (95%)
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In Spain, masthead exposure boosts awareness ofthe F50i product
Q: Which of the following best describes how familiar you are with each of these brands of football boot?Familiar know it well / Only know it by name / Never heard of it, ES results only
Significant increase (90%)Significant increase (95%)
69%
38%
74%
44%
adidas F50i: Awareness (Top 2) Product familiarity - adidas F50i (Top box)
Unexposed (564) Exposed (370)
Product awareness
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Actual YouTube search volumes demonstrate anincrease in brand searches at the time of thehomepage takeover
YouTube Search Query VolumeKeyword: adidas, Country: ES
Source: Google Internal Data
ChampionsLeague Final
Adidas Masthead Campaign& World Cup Opening Day